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Bono questions Apple’s treatment of (RED) branding

Speaking at a Cannes Lions presentation about his global AIDS nonprofit agency (RED), U2 frontman Bono took Apple to task for the way the company has branded its (RED) products, Adweek reports. Bono criticized the company with his friend and Apple design chief Jony Ive seated on stage, saying Apple is “so f———annoyingly quiet about the fact they’ve raised $75 million. Nobody knows!” According to Bono, Apple co-founder Steve Jobs refused to put the signature (RED) parentheses in any Apple stores, and understates them on Apple products. “Where’s the (RED) branding?” Bono asked Ive, pointing to their hidden location inside an iPad Smart Cover. “Nobody can see that. This is modesty run amok. This is the Apple way. They’re like a religious cult.”

Ive sidestepped the criticism: “We started in 2006 with one (RED) product, a Nano, and now we’ve got well over half a dozen,” he said. “It’s been really, really special for us.” Apple has been one of (RED)‘s biggest supporters from its early days, as all of its red-colored iPods, iPhone accessories, and iPad accessories have been (PRODUCT) RED exclusives. The company’s (PRODUCT) RED website notes Apple alone has raised more than $70 million; in total, (PRODUCT) RED’s numerous partners has raised more than $250 million for the Global Fund to help African AIDS programs.